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金六福:创意传播“福文化”作为一个迅猛崛起的白酒品牌,金六福酒只用了短短数年的时间, 便做到了十几个亿的销售额,跻身白酒市场前五强,品牌无形价值更是高达28．8亿元,并被中国食品工业协会授予“跨世纪中国著名白酒品牌”。这是一个在中国酒业营销史上及其罕见的成功个案。“福文化”的品牌定位成就了金六福的巨大成功。“福文化”确是一个引起共鸣、打动人心的酒品牌核心价值,以酒承载“福气、运气、喜气”。因为酒本身就是高度情绪化、人情化的产品,同时白酒还是中国文化的载体。再恰当不过的价值定位,一个“福”字深深触动了中国人的“福”情结,牢牢地抓住了消费大众的心。
JLF: creative dissemination of “blessing culture” As a rapidly rising liquor brand, JLF only took a few short years, they have achieved a dozen billion in sales, among the top five liquor market, the brand invisible The value is as high as 2.88 billion yuan, and was awarded by the China Food Industry Association “cross century Chinese famous liquor brand.” This is a rare case of successful liquor marketing in China. “Blessing culture” brand positioning achievement JLF great success. The “blessing culture” is indeed a core value that resonates and inspires the wine brand, carrying “blessing, luck and festivity” with wine. Because the wine itself is highly emotional, humanized products, while Liquor is also a carrier of Chinese culture. Again appropriate value orientation, a “blessing” deeply touched the Chinese people's “blessing” complex, firmly grasp the consumer's heart.